The Brand Metrics That Matter with Kantar's Mary Kyriakidi
Update: 2025-08-05
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On average, brand equity accounts for over 30% of a company's value, yet most marketers still chase vanity metrics instead of measuring what drives real business results.
This week, Elena, Angela, and Rob are joined by Kantar's Mary Kyriakidi to unpack findings from Kantar's Diary of a CMO Report. Mary explains why meaningful difference beats distinctiveness alone, how brands can build pricing power instead of defaulting to promotions, and what separates successful CMOs in the boardroom. Plus, learn about Kantar's meaningful, different, and salient framework and why brand equity should be treated as a financial asset.
Topics covered:
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Kantar’s Diary of a CMO Report: https://www.kantar.com/campaigns/diary-of-a-cmo
Mary Kyriakidi’s LinkedIn: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/?originalSubdomain=uk
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
This week, Elena, Angela, and Rob are joined by Kantar's Mary Kyriakidi to unpack findings from Kantar's Diary of a CMO Report. Mary explains why meaningful difference beats distinctiveness alone, how brands can build pricing power instead of defaulting to promotions, and what separates successful CMOs in the boardroom. Plus, learn about Kantar's meaningful, different, and salient framework and why brand equity should be treated as a financial asset.
Topics covered:
- [04:00 ] Why meaningful difference drives growth beyond distinctiveness alone
- [09:00 ] How Kantar's meaningful, different, and salient framework works
- [14:00 ] The promotion trap that destroys pricing power and brand equity
- [16:00 ] How brands build pricing power through meaningfulness and difference
- [21:00 ] What CMOs need to gain credibility in the boardroom
- [23:00 ] Common mistakes when measuring brand performance
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Kantar’s Diary of a CMO Report: https://www.kantar.com/campaigns/diary-of-a-cmo
Mary Kyriakidi’s LinkedIn: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/?originalSubdomain=uk
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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